AdWords in the B2B space can be brutal. We experience it first-hand every day. There’s low search volume, high competition, and thus extremely expensive CPCs. You’ll need some highly qualified leads and a killer sales funnel to keep customer acquisition costs (CPA) manageable.

Instead of burning your cash on expensive and ineffective ads, we’ve got to find another way to drive relevant traffic to your site. So here are seven AdWords best practices that any Services or B2B company can implement immediately.

MUST READS

YouTube now bundles the top 5% YouTube channels with advanced targeting options for Preferred advertisers. Google is able to pull this off by aggregating all their data from their G-suite products and matching them with YouTube accounts. Great for advertisers, a little creepy for consumers.

Here are some fun facts that AdWeek gathered about Google’s ad platforms:

79 million ads were blocked in Google’s network for trying to send malware-laden websites, with 400,000 unsafe sites removed.

66 million were “trick-to-click” ads.

48 million ads were removed for attempting to install unwanted software.

320,000 publishers were removed for violating publisher policies.

90,000 websites and 700,000 mobile apps were blacklisted.

2 million pages were removed every month for policy violations, which Google says has been “critical in scaling enforcement for “policies that prohibit monetization of inappropriate and controversial content.”

8,700 pages were removed for violating expanded policies related to discrimination and intolerance.

12,000 websites were blocked for “‘scraping,’ duplicating or copying” content from other websites. (That’s up from 10,000 last year.)

7,000 AdWords accounts were suspended for tabloid violations (up from 1,400 in 2016).

HAWK WATCH

Forget the tacky pens and cheesy flyers. Marketing to marketers is one of the hardest things you can do, which is why our Co-Founders break down their favorite marketing conference swag in this week’s episode of HawkTalks!

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